CUSTOMER ORIENTATION OF SERVICE EMPLOYEES: A PHANTOM MODEL APPROACH

Reema Farooghi (), Syeda Nazneen Waseem and Samina Qasim
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Reema Farooghi: Khadim Ali Shah Bukhari Institute of Technology or KASB Institute of Technology
Syeda Nazneen Waseem: Iqra University
Samina Qasim: Iqra University

IBT Journal of Business Studies (JBS), 2016, vol. 12, issue 1, 219-246

Abstract: Purpose The purpose of this study is to analyze Customer Retention as a result of Customer Service Employees.It helps to study the attitude of the customers and analyze the factors that are held important by the customers towards achievement of their satisfaction.Methodology CFA and Path Analysis have been used to analyze the data collected from young telecom users.Data has been collected using convenience sampling from young telecom consumers using selfadministered questionnaire.Findings The results indicate that there is a significant relationship between Customer Orientation of Service Employees and Customer Retention, Customer Satisfaction and Emotional Commitment.It is also analyzed that there Customer Satisfaction and Emotional Commitment mediates the effect between Customer Orientation of Service Employees COSE and Customer Retention.Practical Implications This study contributes in a number of ways.First it provides an understanding regarding the relationship of Service Employees and Customer Retention.Secondly it helps to analyze the criteria that need to be used so as to increase customer satisfaction and their involvement in the organization thirdly it provides empirical evidence of the work and theory laid by HennigThurau, 2004.

Keywords: Customer Orientation of Service Employees; COSE; Customer Satisfaction; Customer Retention; Emotional Commitment; Telecommunication Industry. (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:12:y:2016:i:1:p:219-246

DOI: 10.46745/ilma.ibtjbs.2016.121.15

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